The Sports Bible is an unprecedented and extensive A-to-Z reference on nearly 400 pages presenting brands, personalities and approximately 600 terms from the international sports-fashion and streetwear scenes. The book illustrates product innovations, looks and gear, highlights sports and style icons such as David Beckham and Serena Williams, explains how and why fashion and sports have become inseparable, and tells fascinating anecdotes from the world of sports-fashion. It also concentrates on current key issues in the marketplace such as new technologies, sustainability and ethical manufacturing and takes a look at the most memorable and effective ad campaigns from the likes of Nike, Puma and Adidas and the brashest athletic outfits.